Starbucks Corp. (Nasdaq: SBUX) on Thursday will roll out a $1 reusable plastic cup at its cafes in an effort to reduce trash, but there are doubts customers will kick the disposable habit, reports USA Today.

The Seattle-based company is introducing the reusable tumbler amid public pressure to curb trash from disposable cups. It will bear the company’s logo and resemble the paper version.

The company will offer a dime discount for each refill so the cup pays for itself after 10 uses. The cups have already been tested in 600 stores in the Pacific Northwest.

USA Today reports that the product is Starbuck’s latest attempt to address criticism that food and beverage retailers need to reduce the amount of disposable cups and containers that end up in landfills and as litter. Thousands have signed petitions on Change.org.

In 2008, Starbucks said it wanted to serve 25 percent of all drinks in reusable cups by 2015. That goal has since been reduced to 5 percent, reports the Seattle Post-Intelligencer.

Speaking in Portland last month, Jim Hanna, director of environmental impact and global responsibility for Starbucks, said Starbucks stores use about 4 billion disposable cups every year. While it's a small part of the company's overall footprint, it's a highly visible sign of waste, Hanna said.

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